By Francesc Font, founding partner of Gimages
Is the Digital Signage, signage, DOOH ... or whatever you want to call in a situation complicated somewhat recently. It is without doubt one of the ICT sector for more investment in recent years and do not quite see the light at the end of the tunnel.
Is the situation of the English economy?
Why we can not export as expected and therefore economies of scale in elements where it is as important as the software?
Is it the lack of results in the projects carried out by digital signage companies that operate in Spain?
Could it be that we are unable to demonstrate an objective and reliable ROI on those networks whose impact We must make more sales? Given these questions
companies engaged in DS seem to get into the dilemma of continuing to grow (there are fewer who do crazy things for luck), or those who seek short-term returns without evaluating the costs that their actions will result in the future.
Something that life has always shown me is that no one can go from one extreme to another, and the average is usually the best solution. Surely we are not at the time of major investments and permanent gifts to "customers" (I put it in quotes, because to me it is not a client nor a pilot, nor a network where giving away everything in search of if need be real clients, advertisers), but truth is that we must continue investing in research and invest in concepts such as ROI in retail, with automated content via RSS that are attractive and allow to decrease the cost of content, more reliable technologies ... Y not until then when we see the much coveted powerful network deployments in this sector, which lack good you do.
The economy is an excuse? In much if, as and public sectors are the main customers for companies in the sector. The export should be deeper? Undoubtedly, though without the help or support from government and investors will be difficult because we have enough to survive here and to go outside without a well-built home. Projects done so far? Luckily I think more and more success stories, and you should not excuse the prices (which incidentally have both fallen and much hard or soft as in content) or the reliability of a technology that has advanced much Although not yet perfect. And the ROI? Gentlemen, this is the great workhorse of the industry, as there is no company that does not ask you the same, and condition a project to its successful argument. Rather, on the other hand, completely logical.
it will have to continue investing time and resources to grow, although the times when things were given away and the evidence pilots were free, as are over. Luckily! Toca
grow, but grow with credit! It appears that this sector operates in parallel to the country! No more crazy things have been the settings, and now it look forward to the lesson!
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